A lead generation landing page helps score quality leads by providing precise and relevant information to prospects. It creates numerous business opportunities through targeted marketing and effective content delivery.
Lead generation is the heartbeat of a successful business. In this blog, I will explain how to generate leads by building a successful lead generation landing page.
I have put together two resources where one is a link to some of the landing pages for the lead generation I have found, and the other is a lead capture template built-in Unbounce which you can easily edit to match your brand.
What is a Lead Generation Landing Page?
A lead capture or lead generation landing page is a landing page that allows you to capture all of the information necessary to convert visitors into leads. This includes information like name, email address, and phone number.
Lead Generation landing pages are great for generating marketing qualified leads that have shown real interest in your product or service. These marketing qualified leads can then be contacted by a salesperson to convert them into customers.
What to Include on a High-Converting Lead Generation Landing Page?
1. Target Audience/ Persona
Before you start building your lead generation landing page, you need to define the audience segmentation or audience persona you want to target. Always niche down and target an exact persona. Build a landing page for the most niche audience possible, and once you have nailed it down, build out more landing pages later.
When you know your target, you can easily write your landing page copy. It will be like you are speaking directly to them – in their language. Let’s take a look at this example from Bequest.
For their life insurance product, Bequest wants to target first-time home buyers.
Check out the lead generation landing page example, imagery and style match the buyer persona, creating relevance and trust.
2. Powerful Headline
Having a catchy headline is the most important factor which will decide if visitors will stay on your page. Because of its significance, I have researched a list that will help you craft a good headline.
You can use one or a combination of these frameworks to create a strong headline for lead capture pages.
(i) Useful: You can explain how your product or service is useful.
(ii) Unique: You can demonstrate how your product or service is better than your competitors.
(iii) Specific: You can demonstrate exactly what to expect from your product or service
(iv) Urgent: You can create a sense of urgency and convince users to act.
The sub-header is commonly used for expanding the headline and highlighting exactly how your product or service works.
In the first example, Chargebee extends the specificity of its offer and states the actual benefit. In this case – scale recurring revenue.
In this example, the headline for Adobe XD the landing page has the claim – Design like you always imagined.
Well as a designer, you want to have all the tools in one place. In the sub-header, the copy extends to explain exactly how the claim is real. Wireframe, animate, prototype, collaborate, and more all in one place.
4. Trust-Inspiring Evidence
To build up social proof, you can showcase trust-inspiring evidence. You can highlight the benefits of your customer testimonials. Check out this example from Freshdesk, where they have a real testimonial from a client – Hamleys, in which the customer outlines the benefit they experienced.
Show Big Numbers:
A social psychology concept called the bandwagon effect states that people are more likely to engage in action if other people are doing it. For example, the wisdom of the crowd says that if more than two million people have purchased a book, you are likely to like it. It’s easy to claim to be the best, but not everyone can prove it.
5. Good Copy
To have an effective landing page, your landing page copy is the most critical factor which could make or break your landing page.
Here are things to consider when writing copy for your landing page.
- Focus on benefits rather than features
- Keep your message simple and consistent
- Get more personal by using “you” and “your”
- Use bullets rather than long paragraphs
- Avoid using hyperboles. Things like “Industry-leading support”, “best in class customer care” etc.
- Avoid technical terms and acronyms, and write in plain language.
6. Powerful Call to Action
A call-to-action button or CTA button is one of the most important parts of a lead generation page as it tells the user what to do next.
To have an effective call to action, consider these 4 things:
a) Strong — Use strong verbs, e.g. Show Me My Heatmap. Check out this example from Basecamp.
b) Noticeable — Needless to say, your CTA should be noticeable — so find the right placement for it and use contrasting colours to make it stand out!
c) Prompt — Urge your visitors to act now.
d) Bonus Tip! add Context to your CTA, so the visitor knows what to expect.
You can use this formula to come up with an action-focused CTA:
I want to “blank”, fill the blank with an action word. If you can finish this sentence from the customer’s point of view, you are on the right track.
7. Remove Distraction
Your landing page for lead generation should be designed to get your visitors to take one specific action. If you have more than one goal, such as getting visitors to sign up for a newsletter and download a demo on the same page, there's a good chance your landing page conversion rates will drop.
Remove all navigation pointing to other pages and social media profiles to remove potential distractions.
8. Lead Capture Form
A lead capture form will allow visitors to give out their information so you can later contact them. Depending on your campaign you can limit the form elements.
E.g. Name, email, or capture more info like a phone number.
To build a form that captures potential leads, here are few things you should consider:
a. Add a headline that tells your visitor what to do next.
b. Put the form near the top of the page.
c. To generate an MQL: Ask only for the information you need to make a sensible first-contact phone call.
d. Include A message text box. This input box lets your potential customer tell you what they're after in their own words. But don't force them to fill it in.
e. Split form elements in multi-steps. Ask for easy questions upfront and include progress bars to let users know exactly how far along they are, making them more convenient and easier to complete. You can use a tool like LeadGenApp to build these landing page forms without writing any code.
f. Do not set up Captchas or annoying puzzles users have to solve to fill out a form. It will turn off visitors who want to get straight into business.
Ready to Get More With Lead Generation Landing Page
With the right lead generation landing page best practices in mind, you will always be ready to build conversion-focused marketing campaigns. A lead capture page requires marketers to provide optimum user experience to prospects and motivate them to convert. Be it through compelling copywriting, catchy headlines, and proper lead capture forms; everything must be coherent with the final CTA.
If you want to learn more about lead generation, then check out these blogs:
Lead Generation Vs Brand Awareness: Where To Focus Your Effort
Top 7 B2B SaaS Lead Generation Strategies